JCPenney to Launch Women's Magazine
Posted on January 28, 2000
J. C. Penney Company, Inc. has announced the expansion of its custom publishing initiatives with the launch of RealYou, a women's fashion and lifestyle solutions magazine targeting working women ages 35 to 54. RealYou will have a circulation of four million copies, all of which will be mailed to customers' homes."We are tremendously excited with this marketing initiative," said Stephen Farley, chief marketing officer for JCPenney Stores and Catalog. "It utilizes the power of magazines to build brand equity and create deeper customer relationships for JCPenney," he added.
The 100-page magazine debuts in February with 65 pages of editorial, devoted to issues ranging from careers, finance and relationships to fashion, home decor and health. Frank Cassara, JCPenney director of marketing and sales planning, describes RealYou as "a value-added product that rewards select current and potential customers. It's an enjoyable mix of information and inspiration."
This magazine follows JCPenney's launch of Noise, a teen title with a circulation of 3.5 million, in 1999. Noise and RealYou are published by Redwood Custom Communications Inc. on behalf of JCPenney.
"RealYou is all about real women, real lives and real issues," said Renate Ruge, launch editor. "The magazine answers the needs of busy women who are juggling family life with a career. Our editorial fuses achievable fashion for women -- not waifs -- with style, solutions and fun. The voice of RealYou is sassy and inspiring and gives the kind of advice you'd expect from a friend," she added.